Spice Telecom has launched a sub-Rs 1,000 mobile phone, which will be endorsed by Katrina Kaif. The brand has around 15 models ranging from low range to high range handsets. The brand already has Priyanka Chopra as its brand ambassador for previously released handsets.
At a launch function in Mumbai recently, Spice Telecom announced its upcoming handsets that include the Spice People’s phone, Spice TV phone and Spice Movie/DVD phone. While the people’s phone has already been launched, the TV phone is expected to hit the markets by June and the other by the end of the year.
Speaking about the company’s strategy, Dr B K Modi, Chairman, Mcorp Global, the holding company of Spice Mobile, said, “The growth of the handset market in India is not limited to a particular segment or need. Volume growth is expected to come from entry and rural sectors while technology will push growth in nice segments.”
Elaborating more on the marketing employed for the products, Payal Gaba, Head – Marketing, said, “We will be having a multimedia approach for the launch with more concentration on the BTL activities. We have found out that around 50 per cent of mobile sales happen only after the dealer pushes it, so we are concentrating on channel marketing.”
Commenting on the communication patterns employed for specific audiences, Gaba added, “We are employing a vernacular communication model for targeting the diverse customers across the various markets around the country and are also planning an online campaign for the products where we are trying to catch the youth.” The brand has also opened ‘HotSpots’ at railway stations from where consumers can buy all products from Spice Mobile.
The brand’s TVCs and other campaigns are scheduled to launch soon and have been done by JWT, while the media agency for the brand in OMS.